Director, Lifecycle Marketing & Martech

Your Future is our Future

At Lumeris, we believe that our greatest achievements are made possible by the talent and commitment of our team members. That's why we are actively seeking talented and collaborative individuals who are passionate about making a difference in the healthcare industry. Join us today as we strive to create a system of care that every doctor wants for their own family and become part of a community that values its people and empowers you to make an impact.

Position:

Director, Lifecycle Marketing & Martech

Position Summary:

The Director of Lifecycle Marketing & Martech is responsible for how Essence Healthcare engages members, brokers, and providers across the full lifecycle. This role owns lifecycle strategy, customer journey orchestration, audience strategy, performance measurement, and the marketing technology that powers it—ensuring communications are personalized, compliant, and drive measurable growth in the Individual Medicare Advantage market. This role is a key driver of revenue, retention, and long-term customer value.

This leader will define and operationalize the organization’s lifecycle marketing capabilities, establishing scalable frameworks for journey design, audience targeting, and performance evaluation across members, brokers, and providers. They will serve as the internal authority on Salesforce Marketing Cloud, ensuring the platform is used effectively to deliver meaningful, data-driven experiences for all audiences.

Job Description:

Primary Responsibilities:

Lifecycle Strategy & Customer Journey Orchestration

• Own the end-to-end lifecycle marketing strategy across acquisition, onboarding, engagement, retention, and reactivation for members, brokers, and providers.
• Translate business and experience goals into quarterly and annual lifecycle roadmaps for each audience.
• Define key moments in the journey (e.g., enrollment, onboarding, broker communications, provider engagement milestones) and design strategies to improve engagement, retention, and outcomes.
• Evangelize and enforce the customer journey framework, including best practices for trigger-based vs. batch communications, entry/exit criteria, prioritization, and multi-channel orchestration.
• Ensure journeys are scalable, documented, and consistently deliver an exceptional experience for all audiences.

Audience Strategy & Personalization

• Define frameworks for audience segmentation and targeting across members, brokers, and providers.
• Establish best practices for segmentation, suppression logic, and communication cadence to optimize engagement and prevent audience fatigue.
• Enable personalized, relevant communications while maintaining regulatory compliance.
• Partner with Data and Analytics teams to ensu